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Advertisers should be offered 100% viewability says Isba as it unveils fresh digital standard

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Jason Vest
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The Incorporated Society of British Advertisers (Isba) has launched a new viewability standard, calling for brands to be given the facility to buy digital display ads in 100% view.

Many advertisers, including the world’s biggest spender Procter and Gamble (P), subscribe to the standard set by US-based body the Media Ratings Council (MRC) that ads should be at least 50% in view.

However, Isba has said it’s own long-term aim is for there to be a market where brands are able to buy their ads “delivered as designed” ie 100% in-view for the full screening duration.

According to the World Federation of Advertisers, in the UK alone almost £600m per-year is believed to be wasted on non-viewable ads, with 63% of members saying they are now only investing in viewable impressions which meet industry standards.

Isba said it recognises that not all advertisers will want to buy against 100% viewability, but argued brands should be able to buy against whatever threshold is best for them, whether it’s 100% or below.

The move from Isba comes just months after Paul Bainsfair, the general director of the Institute of Practitioners in Advertising (IPA) called on Facebook and Google to lead the way in delivering inventory that optimised for 100% viewability.

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